Italy Online Travel Overview 2019
Note: The market sizing and analysis contained in this report were completed prior to the outbreak of COVID-19, the novel coronavirus that began in Wuhan, China and has since spread to countries worldwide. The virus will have a significant impact on global travel markets in 2020. Phocuswright is actively monitoring this highly dynamic situation, and will provide updates and/or publish new material as soon as possible.
Italy's travel market is on a strong upward trajectory, and the country remains one of the world’s top travel destinations. Despite some political turmoil and a lackluster economic forecast, the travel segment is growing at a healthy pace. Online penetration lags several other European nations, and many Italian travelers still rely heavily on traditional travel agencies and call centers. Nonetheless, online bookings are expected to grow quickly, bolstered by rising smartphone penetration rates. This report provides an overview of the Italian travel market, including key characteristics, market structure and major players in each segment.
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